CUCKOO MY encourages viewers to beat lethargy this Raya with new film

CUCKOO Malaysia, an online marketplace for home appliances, has launched a new campaign with creative agency Naga DDB Tribal.

To strengthen CUCKOO’s position as a healthy home creator, it launched a 360-degree campaign that encourages Malaysians to fight lethargy during the upcoming Raya festival. A film was released as part of the campaign, with cameos by stars including Malaysia’s Dato’ Sri Siti Nurhaliza and renowned Korean actor, Lee Minho. The latter was appointed the brand’s ambassador in 2022 while the former was appointed in 2020.

Suryadipura Salleh, creative director of Naga DDB Tribal said that the team was particularly excited to create a campaign that was bolder and more relevant to the local market. “That’s why for this campaign, we used a lot of local humour and pop culture references as a source of inspiration.”

Moreover, with the aforementioned celebrities being CUCKOO’s brand ambassadors, the creative agency aimed to leverage their star power in an ‘unexpected and playful way’.

Don't miss: Cuckoo MY names Korean actor Lee Minho brand ambassador alongside Siti Nurhaliza

Cuckoo's spokesperson told A+M last year that 2021 was a very successful year for the brand and that Lee "perfectly embodies" Cuckoo's philosophy of going "Beyond Standards".

Likewise, Siti Nurhaliza also embodies the same philosophy and both individuals displayed "a constant quest for excellence in everything they do – as an entertainer, performer, entrepreneur, role model, and philanthropist," the spokesperson added.

CUCKOO International’s chief marketing officer, Queenie Goh said that the campaign aims to weave together tactical elements into the story which enables the brand to better engage with Malaysians and strengthen its #SAMASAMAHealthier message. This message was CUCKOO’s marketing theme for 2022.

“This has helped us create a stronger brand personality, increasing brand affinity and market appeal. This is a great start to a fruitful partnership moving forward, and we couldn’t be more excited”, Goh explained.

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